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- W2912181421 abstract "Seven studies test and support the prediction that consumers are more willing to accept a price increase for an experiential versus a material purchase; an effect explained by the greater uniqueness of experiences. Critically, the uniqueness model advanced here is found to be independent of the happiness consumers derive from the purchase. To gain a deeper understanding of the uniqueness mechanism, this investigation then advances and tests a four-facet framework of uniqueness (unique opportunity, unique purchase, unique identity, and counterconformity). Together, the findings converge on the conclusion that consumers perceive the opportunity to have a particular experience (vs. object) as more unique, and this unique opportunity increases their willingness to accept a price increase. Overall, this work extends the experiential versus material purchases literature into a new domain—that of pricing; identifies the dimension—uniqueness—and its precise facet responsible for the effect—unique opportunity; and demonstrates that this model unfolds in a pattern distinct from the oft researched model centered on consumer happiness. Theoretical and practical implications are discussed." @default.
- W2912181421 created "2019-02-21" @default.
- W2912181421 creator A5004656312 @default.
- W2912181421 date "2019-03-08" @default.
- W2912181421 modified "2023-10-03" @default.
- W2912181421 title "Now or Never: Perceptions of Uniqueness Induce Acceptance of Price Increases for Experiences More Than for Objects" @default.
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- W2912181421 doi "https://doi.org/10.1002/jcpy.1099" @default.
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